Content Marketing: Success by Design by Eric Enge - #SEJSummit New York City

4. #SEJSummit
#Searchmetrics
@stonetemple
Who am I?
1984 World
Champion –
Goalie War

5. “If you don’t define a
quantitative way for content
marketing to drive your goals,
you are wasting your money.”
#SEJSummit
#Searchmetrics
@stonetemple

7. Build Your
Reputation
Grow Your
Audience
Grow
Visibility
Oh Yes,
Let’s Get
Some
Links, Too!
#SEJSummit
#Searchmetrics
@stonetemple

9. On Your
Site
1
Site Reputation
Build Audience
Direct Links to Site
This Got a Link
From the Wall
Street Journal
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@stonetemple

10. 4500+ Social Shares
Quality Content
Can Draw Large
Amounts of Shares
Lots of Links
Too
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#Searchmetrics
@stonetemple

11. Build Reputation
Grow Visibility
Exposure to 3rd Party Audience
On 3rd
Party Site2
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#Searchmetrics
@stonetemple

12. 3rd Party Sites
Expose You to
Other People’s
Audiences
1
2
3
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@stonetemple

13. Hubspot Guest
Post Including a
Link to Stone
Temple Site
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#Searchmetrics
@stonetemple

14. 2900+ Social Shares
High Quality
Content on 3rd Party
Sites Can Drive Big
Visibility Results
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#Searchmetrics
@stonetemple

15. 563 Social
Shares
Over 40,000
Views
Example B2B IT
Services Client
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@stonetemple

16. Got Some
Links Too
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@stonetemple

18. Use Analytics
What’s
Delivering
Traffic Already?
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#Searchmetrics
@stonetemple

19. Current Ranking
Data
What Terms are
Close to
Money?
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#Searchmetrics
@stonetemple

21. #7
#6
#5
#8
Who is Ahead of
You in the
SERPS?
Your Site
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#Searchmetrics
@stonetemple

22. Pull Basic
Data on
Competition
Was Ranking in
the #7 Slot
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#Searchmetrics
@stonetemple

23. Pull Basic Data
on Competition
Was Ranking in
the #6 Slot
#SEJSummit
#Searchmetrics
@stonetemple

24. Was Ranking in
the #5 Slot
Pull Basic Data
on Competition
#SEJSummit
#Searchmetrics
@stonetemple

25. Use More Than One
Tool
We Use:
• Open Site Explorer
• Majestic SEO
• ahrefs
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#Searchmetrics
@stonetemple

26. Tabulate Data to Get
the Basic Story
Them
You
#SEJSummit
#Searchmetrics
@stonetemple

27. Figure Out Which
Links are Driving
Their Rankings
for Each Page
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#Searchmetrics
@stonetemple

28. Tabulate This to Get the
Overall Picture
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#Searchmetrics
@stonetemple

29. What Would
Explain This
Result Being
Here?
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#Searchmetrics
@stonetemple

30. 1. Superior Content
2. Query Deserves
Diversity
3. Spammy Link Building
If High Authority Links Aren’t the Reason, Then What Is?
#SEJSummit
#Searchmetrics
@stonetemple

31. On-Page SEO
• Adjust on-page to
tune user experience
Supporting
Content
• Integrate into
user interface to
enhance page
value
Links
• Add 20 Links:
DA 90+ - 3
DA 80+ - 4
DA 70+ - 7
Sample Recipe to Get Into Top 5
#SEJSummit
#Searchmetrics
@stonetemple

32. Success By Design Makes Your Plan Quantitative and Clear
#SEJSummit
#Searchmetrics
@stonetemple

34. November
15th:
Competitor
Leap Frogs
Over Our
Client From
#3 to #2 Slot
in Rankings
Competitor
Client
#SEJSummit
#Searchmetrics
@stonetemple

35. We Did a Detailed
Analysis:
It Came Down to
One Killer New Link
in a News Story
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#Searchmetrics
@stonetemple

36. Hey, Can
You
Add Our
Link
To Your
Story?
So, the
Path
Became
Clear!
#SEJSummit
#Searchmetrics
@stonetemple

37. Justice
Prevailed!
(Our Client
Moved Back to
the #2 Slot)
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#Searchmetrics
@stonetemple

38. #SEJSummit
#Searchmetrics @stonetemple